Green IT Innovation & Entrepreneurship

Date April 2010 Mary Vincent - Founder www.GreenStarSolution.com

http://twitter.com/MaryVincent
http://twitter.com/GreenSoftware All Rights Reserved
 www.greenstarsolution.com

✤ Creates ‘Green’ Ventures

✤ Provides Life-Cycle Strategies and Tactics
for Product Development, Environment,
and Corporate Social Responsibility

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Acknowledgements
✤ Morna Simpson
✤ Bonnie Webber
✤ Dyane Goodchild
✤ Sheryl Newman
✤ Lynne Baillie
✤ Ian Allison
✤ Leia Bassett All Rights Reserved
Agenda
✤ Introduction
✤ Entrepreneurs & Intrapreneurs
✤ Importance of Lifecycle Design
✤ Green IT Innovations
Source: IBM

✤ Green Software
✤ Q&A
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- Mount Kilimanjaro as seen in 1992 (left) & 2005 (middle)
This ice field could disappear in the next 20 years if the
earth continues to warm at the current rate Source: Guardian

- 2/3 of the Polar Bear species – 16,000 animals – could

disappear by 2050

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Green Organizational Drivers
✤ Reducing Greenhouse Gas (GHG) emissions:
✤ Nets savings from lower energy costs & efficiency

✤ Drives innovation

✤ Differentiates you as a good environmental steward

✤ Prepares for current & forthcoming regulations

✤ Incentives - i.e UK (April 1): 2 Government schemes for homes & businesses to
reduce emissions by 34% to 1990 levels by 2020 through energy efficiency & small-
scale low-carbon electricity. Carbon Reduction Commitment Energy Efficiency
Scheme (CRC EES) for organizations & Feed in tariffs (FITs)
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Entrepreneur
An entrepreneur has
possession of a new enterprise,
venture or idea & assumes
significant accountability for the
inherent risks and the outcome
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Intrapreneur
An intrepreneur is a person
who has an entrepreneur skill
set but works within an
organization, enterprise, or
venture
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Importance of
Lifecycle Design
Design Your World

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 Top 10 Green Jobs
of the Decade
✤ ‘Entrepreneur’
✤ ‘Sustainability Systems Developer’
✤ Software developer/engineer to
design, build & maintain networks
of sensors & modeling that underpin
wind farms, smart energy grids &
other systems substituting
intelligence for natural resources

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Green IT
✤ Study and practice of using
computing resources efficiently
✤ Implementing environmentally
friendly products - i.e. Electronic
Products Environmental
Assessment Tool (EPEAT)

Source: IBM

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 Increasing Energy Demand Affecting
Source of COST

Source: Climate Savers Computing All Rights Reserved

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Source: Climate Savers Computing

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Business Case For PC Power Management

Source: Climate Savers Computing

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 Queen Margaret University -
Thin Clients

- Thin Client: A low-end computer terminal where OS & applications are provided by the server
- Saving £50 thousand/yr energy costs
- Saved £1million in plant & equipment costs due to ICT strategy
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 Queen Margaret University -
Thin Clients

- Thin Client: A low-end computer terminal where OS & applications are provided by the server
- Saving £50 thousand/yr energy costs
- Saved £1million in plant & equipment costs due to ICT strategy
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Oxford: Green Desktop Computing
✤ 5 Step Process
- Estimate how much electricity your desktop computers consume
- Research what other groups have done
- Implement tools/techniques that reduce idle computer time
- Communicate clearly on how others can support initiative
- Share implementation experience through web pages
http://www.educause.edu/EDUCAUSE+Quarterly/EDUCAUSEQuarterlyMagazineVolum/GreenDesktopComputingattheUniv/182037

✤ Green Desktop Computing Case Studies:

- Staff Computing, Training Rooms, Public Access Facilities,
Lifecycle http://www.oucs.ox.ac.uk/greenit/oucs.xml

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Green IT Process Example
✤ The University of Wisconsin-Green Bay switched the default
font on its e-mail system from Arial to Century Gothic saving
money on printer ink. The school's director of computing,
Diane Blohowiak, says the new font uses about 30 percent less
ink than the previous one.. a $10,000 per gallon savings.

Ecofont

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Data Centers & IT
✤ Consolidation - Combining multiple smaller systems
into one or a few larger systems - applies to Data
Centers, Storage, Servers, Applications
✤ Virtualization - Software allowing each server to run
multiple applications (Virtualization acts as a
technical enabler for Consolidation and Automation)
✤ Automation - Automates the underlying tasks that
enable the resource or service lifecycle & reduces
human interaction, i.e provisioning & operations
Source: Douglas Alger Grow a Greener Data Center

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Consolidation
✤ Benefits:
✤ Simplicity and Manageability - having fewer
technology variations & instances leads to a cheaper
environment - easier & cheaper to sustain & maintain
✤ Total Cost of Ownership - smaller overall infrastructure
at reduced complexity
✤ Data Protection - streamlining of data protection aka
backup
Source: Douglas Alger Grow a Greener Data Center

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Virtualization Business Benefits

Forrester Research-HP 2009 All Rights Reserved

Cloud Computing
✤ Computing activity executed in the network. No
guarantee it’s greener, but resource sharing & multi-
tenancy align with increased utilization & efficiencies

✤ Greenpeace , data centers & telecommunications

(March 2010)

networks are going to triple their overall consumption of

energy by 2020 because of the rise of cloud computing

✤ Every minute, 500K pieces of content are shared on

Facebook, 70K bit.ly links are clicked, 25K messages are
created on Twitter, 1K blog posts go live, and 20 hrs of
video are uploaded to YouTube
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Aberdeen - Green Data Center

✤ £7m 14,000-square-foot facility being

developed in partnership with Dell
✤ Site for internet service provider IFB will carry Uptime Institute
Tier III certification, which stipulates 99.998% uptime
✤ Will offer low power consumption & self generation of power
from low-carbon-footprint sources. It will not use traditional
uninterruptible power supplies. The data center will also reuse
the heat its servers generate.

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LEED Data Centers
✤ LEED: Leadership in Energy and Environmental
Design, Standard for Green Building Design
✤ Allstate’s facility: 10th data center to earn
LEED Gold certification, the second-highest
level of the USGBC’s green building standard
✤ The first to earn the top-ranking Platinum
certification was Citi’s Frankfurt data center in
2009

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 AllState

- Consolidated computing facilities into 2 with energy-efficient

hardware & virtualization software that cut space & power in 1/2
- Catherine Brune CIO - "It's designed from the ground up to
maximize computing capacity & minimize environmental impact."
- HVAC uses server waste heat with outside air for computing space,
office space heating and cooling (video file)
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 AllState

- Consolidated computing facilities into 2 with energy-efficient

hardware & virtualization software that cut space & power in 1/2
- Catherine Brune CIO - "It's designed from the ground up to
maximize computing capacity & minimize environmental impact."
- HVAC uses server waste heat with outside air for computing space,
office space heating and cooling (video file)
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 EDF Energy

- Consolidated 3 data centers into 1

- Expects £40 million in energy & business capacity benefits
- Planning 30% energy use reduction by 2012
- Chiller uses ambient air to help reduce energy use (video file)
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 EDF Energy

- Consolidated 3 data centers into 1

- Expects £40 million in energy & business capacity benefits
- Planning 30% energy use reduction by 2012
- Chiller uses ambient air to help reduce energy use (video file)
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 HP

✤ New Wynyard, England data center uses North

Sea Wind Cooling and it’s the most energy-
efficient HP data center

✤ 15-foot high raised floor where cold air is

prepared for the IT equipment area

✤ Light-colored racks reflect light, saving 40%

on lighting

✤ CO2 emissions reduced by 12,500 metric

tons & energy consumption reduced by
25,000 megawatt hrs/yr
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Tidal Energy
& Data Centers Source: Google Patent Application

✤ Google received a patent (2009) for a “water-based

data center,” using ocean surface waves for power &
cooling
✤ 3 to 7 miles off-shore in 50 to 70 meters of water
✤ The data centers will incorporate Pelamis Wave
Energy Converter units that can turn ocean surface
waves into electricity & can be combined to form
“wave farms”

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Coal and Data Centers

✤ Greenpeace Study (March 2010) - Facebook, Apple, Microsoft,

Yahoo, and Google all have some data centers powered by coal

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Don’t Own Data Centers?
Questions to Ask when Evaluating Space
✤ What percentage of the power feeding the data center is renewable?
✤ What technologies have been designed into the data
center to improve efficiency of electrical and
mechanical systems?
✤ How energy efficient is the data center?
✤ What is the carbon footprint of the facility?
✤ What are the emissions from the data center’s standby generators?
✤ Coreix, 6,000 sq foot (557.4 sq meter) hosting facility in London,
England advertises itself as the UKs first carbon neutral data center
per donations it makes to a conservation charity preserving
rainforests.
Source: Douglas Alger Grow a Greener Data Center

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Green IT Technology & Technique

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Green IT: Technology and Technique

Source: Climate Savers Computing

Source: Climate Savers Computing All Rights Reserved
What GETS Measured Gets Managed
- Peter Drucker

Source: Climate Savers Computing

Source: Climate Savers Computing All Rights Reserved

 Smart ICT

Source: Climate Savers Computing

Source: Climate Savers Computing
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Smart Grid
✤ Smart grid spending to hit $200 billion
by 2015 (Gov & Utilities)

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Green Software
✤ Green Software
generally requires
lower capital
investment
compared to other
Clean Tech

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Carbon Accounting Software
✤ Regulation: mandatory
reporting of greenhouse
gases (GHG)
✤ An example of a carbon
accounting software
vendor is CSRware
Energy Performance Management for IT &
Performance Management for Sustainability

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Facebook
✤ Green Facts encourages fun,
green topic interactions with
Facebook Friends
http://apps.facebook.com/greenfacts/profile.php

✤ The (Lil) Green Patch

community was able to save
183,244,167 Sq ft of Rainforest

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Water Efficiency

✤ Schedules crop and

landscape irrigation
based on real-time
weather data and
soil conditions

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Mobile
✤ The market for
'Green App'
downloads could
exceed 400 million
by 2014, according to
Juniper Research

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Web Calculator
✤ www.EatLowCarbon.org
Meat and dairy are high in
carbon because cows, sheep, and
goats naturally emit methane, a
greenhouse gas 23 times more
potent than carbon dioxide

✤ By Bon Appetit Management

Company - Winner of
environmental awards: NRDC &
EDF - Reduced beef purchases
by 33% and cheese by 20%
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Web Calculator
www.WaterFootPrint.Org
•140 litres of water for 1 cup of
coffee
•1,000 litres of water for 1 litre
of milk
•16,000 litres of water for 1 kg
of beef

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Web Calculator
✤ Nature Conservancy
Carbon Footprint
Calculator
www.nature.org/initiatives/
climatechange/calculator/

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Web
✤ Google Earth is
being used by
indigenous peoples
of Brazil to create an
ethno-cultural map
to help reduce
deforestation. (Trading
Bows and Arrows for Laptops)

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Solar
✤ Solar System
Performance
Monitoring tracks a
system's key
performance metrics
to ensure it is
running smoothly

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Driving
✤ Green Drive
Technology monitors
acceleration & braking
patterns to save on fuel
costs & put less CO2
into the environment

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Energy Management

✤ Solutions to help
businesses cut down on
the electricity going to
phones, computers,
building HVAC &
lighting systems

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Agriculture Management

✤ Hitachi's GeoMation
analyzes satellite
data to determine the
optimum time to
harvest wheat & rice

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Lighting
✤ Architectural Energy's SPOT:
Sensor Placement & Orientation
Tool
✤ Helps architects place sensors so
occupants can capitalize on
daylight & also improve worker
productivity, moods & retail
sales because of the improved
quality of light

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Resources

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Computing Resources

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The Green Grid
✤ The Green Grid is a global consortium of IT
companies & professionals seeking to improve
energy efficiency in data centers & business
computing ecosystems
✤ European Free Cooling Tool - determines how much
free cooling & free evaporative cooling is available
for individual data centers. i.e, a 1megawatt
(1000kW) data center in Luton, England, with power
at 13.6 cents per kW hour, could save €340,000/yr

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Green Grid & EC
✤ The EC’s Joint Research Center is using Green Grid’s
Data Center Infrastructure Efficiency (DCiE) metric, for
which data centers in the EU will be measured for
efficiency. The DCiE metric helps data center operators
determine how much energy is consumed by IT
equipment & how much is consumed by the facility
itself.

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Conclusion
✤ Serious Environmental &
Economic Challenges
✤ Opportunity: Everyone At All
Levels: Problem-Solve/Act
✤ Learn from Case Studies
✤ Design A Future Benefiting
Biz, People, Countries, Planet
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 Thank You
Mary Vincent Founder Green Star Solution -www.GreenStarSolution.com
Http://twitter.com/MaryVincent
Http://twitter.com/GreenSoftware
All Rights Reserved